2018 Design

HITLER HASHTAG

Case Film

Presentation Image

GESICHT ZEIGEN! AN ASSOCIATION ENCOURAGING PEOPLE TO STAND AGAINST RACISM IN GER

Category

B01. Posters

Title

HITLER HASHTAG

Product/Service

GESICHT ZEIGEN! AN ASSOCIATION ENCOURAGING PEOPLE TO STAND AGAINST RACISM IN GER

Entrant

OGILVY GERMANY Frankfurt, GERMANY

Idea Creation

OGILVY GERMANY Frankfurt, GERMANY

Media Placement

KINETIC WORLDWIDE Frankfurt, GERMANY

PR

OGILVY Düsseldorf, GERMANY

Production

H&O FRANKFURT, GERMANY

Additional Company

GESICHT ZEIGEN! Berlin, GERMANY

Additional Company 2

KARSTEN WEGENER PHOTOGRAPHY Berlin, GERMANY

Credits

Name

Company

Position

Dr. Stephan Vogel

Ogilvy Germany

Chief Creative Officer

Tim Stuebane

Ogilvy Germany

Managing Director Creative

Philipp Bertisch, Stephan Westerwelle

Ogilvy Germany

Art Director

Holly Attril, Anke Roell

Ogilvy Germany

Copywriter

Max Brunner, Constanze Kobe

Ogilvy Germany

Account Management

Martina Diederichs

Ogilvy Germany

Art Buyer

Karsten Wegener

Karsten Wegener Photography

Photographer

Patrik Huelsmann, Christina Hohoff, Christine Fritz, Carolin Bub

Ogilvy Public Relations GmbH

PR

Alexander Pfaff

H&O Frankfurt GmbH

Post Production

Sophia Oppermann, Rebecca Weis

Gesicht Zeigen! An association encouraging people to stand against racism in Germany

Advertiser's Supervisor

Background

Fascism is conquering the internet. Right-wing populists and agitators are abusing the web and using social networks to attract people through propaganda. Their aim: to shift society to the right-wing. As the world drifts further to the right, the small anti-racism organization “Gesicht Zeigen!” (well known from their project “Mein Kampf against racism”) strives to fight back by recruiting new supporting members.
To be successful with nearly no budget in the battle against racism, the non-profit organization needed to recruit new supporting members, through a very eye-opening, outstanding and provoking campaign.

Describe the creative idea

To show the imminent danger of social media in the wrong hands, we created a symbol. Starting with an icon that reigns supreme on the internet: the hashtag. By simply adding a specific background to the symbol we completely changed its meaning, directly referring to the Nazi swastika. The Hitler Hashtag was born.

Describe the execution

We kicked off the campaign with huge Hitler Hashtag flags in the heart of Berlin’s political district – like the Nazis did with their swastika flags in front of their buildings.

List the results

Our campaign hit hearts everywhere and young influencers joined the fight against racism. The Hitler Hashtag became a relevant topic with more than 850,000 likes and 76 million contacts. Via earned media an equivalent of € 4.9 million was generated. Even right-wing extremists spoke about us. But more important: so did the people who wanted to take a stand against racism. Attracting 550% more new members per month to “Gesicht Zeigen” than usual. After the campaign period of 4 weeks the rate decreased, but is still 80% higher than in the months before the campaign.